Your dealership wants to attract local shoppers, and more and more frequently, those local shoppers are searching for you on a mobile device. Hopefully, your dealership has begun to invest in mobile PPC and SEO. However, if you’re treating those campaigns exactly like your traditional campaigns, you’re probably not getting as high of a return as you could. Is your dealership optimizing and measuring your mobile search efforts differently?
Here are some ways you can help your dealership get the most out of your mobile marketing campaigns.
Optimize for Calls
At a minimum, you should be taking advantage of Click-to-Call technology in your search ads and what is commonly referred to as call extensions. These are buttons within search results that will immediately call your dealership when clicked. They can look like a phone icon, a “call” button, or even a link from a phone number directly in your PPC ad.
As you can see in this infographic from DialogTech, 70% of mobile searchers have used call extensions to call businesses, and almost 50% will check out your competition if your ads don’t have call extensions. Use them.
Analyze Your KPIs
While you should still be tracking click through rates and online form submissions like you do for desktop campaigns, mobile conversion will often look different than your PC conversion does. Mobile users convert differently, often through a phone call or by finding directions to your dealership. They are looking for different information and typically want to interact with your dealership in a different way, so make sure you are tracking the most effective KPIs. Work with your digital marketing provider to find out how your mobile search visitors are converting, and which Calls to Action are performing the best for your dealership.
Change Your Messaging
In the same DialogTech study linked to above, they found that searchers are more likely to use their mobile device to look for local info versus national searches taking place on a desktop. This means users are using mobile to find your local dealership and their desktops to research on Ford.com. Appeal to that very specific need for information by highlighting that you’re a local business; ensure that you’re using a local phone number or location information in ad text or URLs. You can also use local terms (like street names, neighborhoods, or landmark info) in your ad copy for a similar effect.
What worked for your digital marketing in the desktop only days probably isn’t as effective as it could be in these mobile-driven days. Talk with your SEO, SEM and website provider to make sure they (and you) are tracking the correct metrics and optimizing efforts.